On the corporate culture as a key marketing asset of the university

Svetlana Borisova

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Journal paper

Creative Economy (РИНЦ, ВАК)
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№ 3 / March, 2010

Citation:

Borisova, S. G. (2010). On the corporate culture as a key marketing asset of the university. Creative Economy, 4(3), 106-112.

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=13089699
Cited: 4 by 02.04.2020

Abstract:
This article substantiates the the vision of corporate culture as a key marketing asset of university. Its uniqueness is in the fact that the corporate culture largely determines the status of other intangible assets of the university, as well as competitive position in the market of educational services school. The author underlines that the corporate culture at the same time is one of the most effective management tools of the university (including not only its employees but also to some extent, its main customers – students and trainees), more details can be found in the article.

Keywords: corporate culture, marketing assets, long-termeffectiveness of the organization

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